Businesses carrying out content marketing strategies aimed at lead generation are often careful to share the right mix of information based on their target audiences' preferences. According to new research from RSW/US, a business consulting firm, nearly 63 percent of 270 U.S. agency executives surveyed stated client case studies and content marketing through their organizations' websites are the tactics most heavily used for lead generation.
According to eMarketer, RSW/US's "Agency New Business Thought Leader Survey Report" found roughly 58 percent of survey respondents use their agency blog to build their list of prospective clients, while 58 percent utilize social media for this purpose.
Roughly 1 in 5 agency executives surveyed reported using LinkedIn. Even though Facebook and LinkedIn each saw roughly the same usage rate, Marketing Charts stated the study found among social media channels, LinkedIn is most highly valued for bringing in new clients.
Other tactics agencies reported using for lead generation include press releases, targeted direct mail and advertising, among others.
The survey findings show that while certain strategies for seeking out new prospects are more heavily used than others, such marketing efforts are most effective when they complement each other across multiple channels.